“Rosé is for when you want to get a little fancy.” We created a short video for Maison No. 9, the wine by Post Malone.
Concept
A Modern Interpretation
Studying reverse perspective, I came across a lecture by an icon painter who explained how glasses were depicted in the Middle Ages. I wanted to see how it would look in 3D.
ART DIRECTION
3 in 1
Ruslana Mirzaaalieva, Art Director:
It was interesting to create a frame that would combine the Middle Ages, Post Malone’s individuality, and the branding of the wine. The only thing that unites all three themes is a knight’s sword. So, we actively used the aesthetics of chivalry.
How We Did It
Illusion
Iaroslav Kurianovich, 3D Generalist:
Here, delicate work was done with attention and perception - you need to deceive the viewer in such a way that they feel something is off but can’t immediately point out the inconsistency. Playing with the rules of perspective, reflections, and physics in a way that the human eye couldn’t catch the violation of the familiar.
The aesthetics of chivalry
Back in his childhood, Post Malone started collecting swords, and now he has his own personal forge. This led us to the idea that it should be a knight’s gauntlet grabbing the cup.
While we were working on this project, Post Malone bought a Magic The Gathering card featuring the One Ring for 2 million dollars. After this news, it became clear to us that the knight’s gauntlet should belong to Sauron.
2D DESIGN
Post Maloned
Ruslana Mirzaaalieva, Art Director:
When working on Post Malone’s hand stylization, I took cues from the hand forms seen in religious statues. This choice brought in a medieval vibe in terms of shape. I’m proud of this idea, even though it’s a subtle detail that might go unnoticed. The flowers and thorny stem as patterns on the cup are a playful nod to the wine logo. Each drawing on Post’s hand is a stylized take on his real tattoos, except for one…
